September 6, 2016

Membership and Brand Loyalty Management

Membership and Brand Loyalty Management

By Charlene Plows, Head of Client Services, Romax

How often to you interact with your subscribers or customers? Every week, month, quarter, yearly, or just when you remember? How are you creating brand loyalty?

Membership and subscriptions are vital for the survival of many companies.

Regular communication with consumers is paramount in creating mutual benefit. Subscribers to your services should be informed of upcoming events, incentives, renewal dates and general day to day updates.

An initial welcome pack to new users of your service is usually taken very well and there are many benefits to sending these out. Welcome packs can create a positive first impression with your new audience in a way that helps nurture a good perception of your organisation. They provide a great platform to promote other services along with presenting useful information to your patrons that they can store in a convenient and accessible way. Welcome packs are an inexpensive and practical way of starting brand loyalty.

Corporate Brand Building

Membership cards and member benefit offers are important elements within marketing programs designed at building brand loyalty. Consumers and business customers can apply for membership cards offered by companies that sell products or services that they buy frequently. The cards provide customers with such benefits as discounts on future purchases or such privileges as VIP access to events. Membership cards may be free to customers or may incur a charge if they offer high-value privileges.

Membership cards provide companies with an opportunity to add value for their customers. Members, for example, may receive exclusive offers or rewards in the form of loyalty points that they can exchange for other products or services.

Companies can structure their membership programmes and discount offers to encourage higher spending. They may offer tiered discounts or additional rewards to customers who spend above a certain level. Companies can also offer different categories of membership to customers who commit to spending at an agreed-on level. The scheme might offer silver, gold and platinum membership cards, each with corresponding levels of benefit.

Retail Sales and Loyalty Creation

Membership cards that incorporate magnetic strips or micro-chips enable companies to capture data at the point of sale and build a picture of individual customers’ spending patterns and preferences. These data enable them to develop a detailed understanding of their customer base and create personalised marketing campaigns that build stronger customer relationships. A retailer, for example, might offer individual customers a series of discount vouchers based on their most frequent purchases.

Provided the scheme offers benefits that customers value, membership cards can strengthen brand loyalty. Customers who receive personalised discount vouchers, for example, are likely to continue purchasing the same brand to take advantage of the offer. Membership cards can also solidify a customer’s connection to a company, particularly if the customer enjoys high-value privileges.


Romax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: +44 (0) 20 8293 8550

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